FEATURE: A risky business

The Bratz distribution deal may be starting to seem like a distant memory, but Vivid Imaginations is continuing to evolve its business in terms of its product line-up, its wholly-owned IP and its distribution.

It's testimony to the strength of the brand that people still talk about Vivid in terms of its 'post-Bratz' status even though it has been a full eighteen months since the firm relinquished control of the brand in the UK.

The Bratz distribution deal may seem like a distant memory, but Vivid imaginations is continuing to evolve its business in terms of its product line-up, its wholly-owned IP and its distribution. Ronnie Dungan spoke to boss Nick Austin about the way forward without the trouble fashion dolls...